Netflix’s Twitter Is Killing the Marketing Game
Netflix is over here on Twitter with a whole different ballgame.
They don’t do existential angst, they don’t try to build up feuds with
Amazon Video.
They have even managed to avoid leaning too hard on their inbuilt
meme of Netflix and Chill. It would have been simple for them to
rely on simplistic, ready-made meme content, but they went
higher.
Instead, they have one very specific goal in mind, and every tweet
is a ballistic missile aimed at accomplishing that: increasing
viewership. Ever wonder How do they do this?
They meme their own dang shows.
They post about their features in a fun, self-deprecating way.
They retweet their followers’ best Netflix-related tweets with the
precision and care of a surgeon.
In short, with the language, meme format, tone, and even gif
selection they use, they prove that they have their finger firmly on
the pulse of Twitter’s popular culture, and solidify the relationship
they have with viewers with incredibly canny Twittership.
They’ve hit the trifecta of humor, brand awareness, and sincerity.
The funny notes they hit are original — they’re not copies, they’re
not cringy, they’re not poor facsimiles of actual real people being
funny on Twitter. They leverage their reach like a weapon, every
tweet poised to go viral and share more stupendous shows,
functionality, Netflix original content, and more. We know they’re
trying to sell us Netflix, but the tweets are so funny and good, we
don’t even care.
Netflix is one of the very few brands I’ve seen navigate the brave
new world of Twitter brand culture, simultaneously striking exactly
the right tone while still remembering that they’re here to sell.
Netflix India’s Twitter campaign reached 36k
users
Problem Statement/Objective
The objective of the campaign was to connect with consumers meaningfully and drive brand love
Brief
Netflix was looking at an engagement activity that brought joy to its consumers and sparked fun
conversations. They wanted to do so by leaning on a cultural moment/topical to drive love &
association for the brand. This gave birth to Netflix and Twitter India’s World Poetry day
engagement campaign.
Results
The campaign garnered 36K engagements with likes and retweets.
Netflix sent out around 2000 personalized poems leading to a 99% positive and neutral
sentiment.
Twitter is the favorite part when it comes to Netflix’s use of social media. Twitter has
become their main meme page. This is also the platform where Netflix loves to engage
with the audience. Even if Twitter seems to be dead for most industries, Netflix relies on
it a lot. On Twitter, sometimes Netflix is the best friend who trolls you or the caring
mother who only wants the best for you. The humor is always there, no matter what.
Netflix saw a 20.5% fan growth in the analyzed time period with a total
following of 6 million. A grand total of 5,227 tweets went out from the brand’s
handle, of which 52% were replies. This shows how important it is for the
brand to engage with their audience.
The brand tweets out an average of 14 times a day. While tweets with plain
text perform better, those with links are the most frequent.
Netflix is famous for its replies on Twitter. The brand uses its handle to not just
address queries but also engage in conversations with fans talking about
trending movies and TV shows.
What better way to engage with your fans than with a simple GIF from the
very movie or show they’re raving about on social?
Netflix also doesn’t fall short when it comes to influencers on Twitter helping to
amplify its reach and presence. Celebrities and TV networks join the
bandwagon of people engaging with the brand on social.
